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UFC on Fox Sponsorship Activation Non-Existent Leading Into Their UFC Heavyweight Championship Bout

We keep waiting and waiting but it never comes. This next weekend marks one of the biggest events in Mixed Martial Arts history and yet there is little to no activation. Since it is obvious that most of the MMA industry does not seem to understand what that word means, here is a brief description:

Why have these athletes and their agencies missed the boat? Is it because the UFC has strict guidelines against any ambush marketing for this Fox debut? Or have the managers of Dos Santos and Velasquez failed at executing on this tremendous opportunity?Even the brands that have been supporting Cain Velasquez from the start of his career, before his fame and before the championship belt have not made the push to connect their brand to the upcoming event. Aren’t they hoping that the wider reach will sell more shirts? Is this not the opportunity of a lifetime for Dethrone? They invested heavily into Cain and having Cain at the forefront of their marketing long before he was a star. Shouldn’t they be connecting the dots?I know it is a bad economy. That excuse only flies here in the United States. The UFC and Cain’s management have gone to great lengths to sell Cain as a Hispanic fighter (even ignoring the fact that he was born in the US) yet where are the Hispanic brands? There was no housing bust in Mexico. As a matter of fact a lot of the money from the housing boom here in the US was sent back to Mexico. So where are the Mexican brands?

The endemic brands are not taking credit or touting the investment made and their success of that investment and the non-endemic brands that have signed on are not activating leading up to this historical event. Why not? What am I missing? Is this not a dream come true?

Look at how well Anderson Silva is doing in his home country of Brazil. He is landing marquee deals with Nike and Burger King. Junior is a very likable and marketable guy, especially in Brazil. Both Mexico and Brazil would be ecstatic to have their Countrymen as the reigning UFC Champion. Yet it appears that nothing is happening. If it is happening and the activation is coming post the event, then that is just a recipe for disaster.

We are never going to attract the NASCAR type of sponsors if what we call marketing is ironing a decal on a pair of shorts. Here at Ingrained Media we have brought in main stream electronic companies, main stream boating companies, large auto manufacturers, drink companies, huge musical talent and more. We have brought them into the sport of Mixed Martial Arts. Provided them with activation and total marketing solutions. All of these companies expected activation and marketing solutions that went above and beyond logo placement. That is why we have talent on the preliminary cards getting bigger name sponsorship deals then most of the main card talent.

MMA Athletes are not commodities and these opportunities that are being created by others (mainly Zuffa) can be life changing events. What does it matter if you are fighting for the UFC Heavyweight Belt, if the guy you beat is busy counting his cash, paying off his homes (yes homes) and cars? What is the actual goal? To be a World Champion or to be able to support your family and not be in the struggle? I would rather have my talent be rich than famous. The sad part of the UFC on Fox event is that you could actually have both. These managers or agents had an opportunity to change the lives of their fighters, open flood gates for their talent, and the future of the sport. They have not done that and I guess I just do not understand why.

Jason Genet

UPDATED 11-18-2011 – The UFC on Fox has came and gone. I wanted to update my post a bit to reflect what we saw in the way of sponsorships.

Cain- Cain had a lot of the same sponsors as his previous fight. Milwaukee Tools, Oak Grove, Dethrone, MicroTech, BSN, LUGZ and a few others. These sponsors are feeling the pinch of not taking advantage of the opportunity. There will always be a loser so that is why activation is so important. Not only will there always be a loser but sometimes the fights are so boring that both fighters come out as losers. These sponsors had months to promote Cain and keep him active with the Brand. That is especially true for an athlete that is off due to injuries. LUGZ who is a Urban shoe company has been sponsoring Cain and other MMA fighters for many years. They were the only Brand with visible pre-fight activation.

JDS- Junio had Gillette from Brazil. Gillette is a long term Zuffa sponsor and I am not sure if the two are tied together. Most brands like Nike or Gillette have international divisions that usually run somewhat independent from the US Brand. That is likely why we did not see any activation from Gillette here in the US. This was likely the Brazil division and I am sure they had the activation going in Brazil as they are a major Brand. Actually it appears that 100% of Juniors sponsors were Brazilian based companies. In the end it seems like a smart move for a guy who is a hero in his home country and n0t to mention the 22 million viewers that tuned in to watch the fight.

Juniors camp did a great job targeting a lucrative and virtually untapped market.

FOX TV Rating Notes:

– If you combine the FOX and FOX Deportes telecasts (one in Spanish, one in English), it would have received close to a 3.5 rating with 6.2 million viewers and a peak of 8.8 million and a M18-34 rating of 4.7. It is believed a peak close to 9 million was achieved combining both.

– The 4.3 rating in Males 18-34 beat every college football game this season except the LSU vs Alabama game on CBS.

– The 4.3 rating in Males 18-34 beat 65% of the playoff and World Series baseball games this season on FOX.

– The 4.3 rating in Males 18-34 was the third highest rated television show of the year for FOX Deportes.

– The show drew 1.7 million women over the age of 18.

– The median age of viewers for the telecast was 35 years old.

– The 5.7 million viewers was the most watched fight in broadcast on US television since HBO’s Lennox Lewis vs Vitali Klitschko back in 2003

– UFC programming delivered a total of 6.7 million impressions across all FSMG television networks.

– The peak of 8.8 million lasted as long as the fight did, which was 1 minute (fight started at 9:40 pm).

– By 9:45 pm, the viewership had dropped to 5.9 million. Kimbo Slice vs James Thompson peaked at 6.51 million and lasted for 10 minutes and 38 seconds. (Sports Illustrated) … about 25% of the audience had left at the end of the main event.

– UFC on FOX began with 5.2 million viewers and dipped as low as 4.4 million before viewership started to climb around 9:36 pm, as the fighters were starting to make their way to the Octogon. (Sports Illustrated)

Brazil Ratings on TV Globo:

– The event peaked at 22M viewers in Brazil, and during the fight (1 minute), it reached a 20 rating and a 52% share (percentage of homes with TV’s). The ratings were above average for a Sunday morning. (Globo)

After watching the Facebook portion of the UFC’s Fight for the Troops II and specifically the Cody McKenzie vs Yves Edwards fight I was reminded how tough things have become for athletes seeking sponsorships. The big brands are securing the events and the small brands are merely focusing on the TV exposure. The brands remain focused on Ambush Marketing. Athletes like Cody come from Fight Teams that understand the importance of being a marketable fighter. Yet his team failed to take advantage of the fact that millions of potential eyeballs would be watching what would become the fight of the night. The fight could have ended up being a double whammy for sponsors had they sponsored Cody.

I will paste a previous article I wrote about the need for true sponsorships for athletes and the fact that the Athletes must participate in the activation and support the brands efforts. Now more than ever are brands expecting more and able to measure and quantify the results.

To sponsor something is to support it. In our sport (MMA) we are talking about athletes, events, and possibly gyms. Since the down turn of the economy you have seen more and more of the main MMA sponsors disappear or change their sponsorship terms.

What is happening today is brands are calling themselves sponsors to Ambush a particular event. We are hearing more and more that sponsor dollars are tied to TV exposure and if a fighter is not on a televised card there is no money available for him or her. Yet the fighters have no control over televising the fight or not. They control the training, the preparation and of course the execution of the fight,

It takes the average top level cycling team about 8-14 million dollars to have riders qualified enough to place at the top of the biggest races in the World. These sponsors invest in equipment, training, physical wellness, and coaches to help there athletes reach the top. Yet only one rider can win the Yellow Jersey. There is no guarantee that the team they assemble will win, challenge or even make it to the top. It is a risk and the reward could be your Team Winning the Tour De France.

NASCAR Teams usually take on a few exclusive brand sponsors that again agree to pay for tires, testing, best pit crew money can buy, engine and aerodynamic science to go faster and win some races. Being in the top 10 is often a goal because the owners and sponsors know that is who the crowd gets behind and that that where the TV Cameras are going to be. These Teams can cost sponsors upwards of 2-5 million per race and no guarantees of TV time, exposure etc.

I can give example after example but this is combat sports and that means most everything is pay for play. Fighters, trainers, training partners live in a Pay for Play world. If they can reach the biggest stage they can then trade placement on their shorts for money. If they get hurt while training for the “bigger stage” they make nothing. If their opponent gets injured and a fight can’t be rescheduled they make no money. If they end up on the un-televised portion of the biggest stage they make less or no money.

There is no support system for building better fighters. Imagine if NASCAR still used 1970 Monte Carlos and never evolved to the speed rockets they have today. What if Coke told its top racer we will give you 8 million if you win and nothing if you don’t make it on TV.

That is what is going on in MMA. You can’t call yourself a sponsor or a supporter of the sport if you are buying patches on fighters that are televised. To be a true sponsor you have to support the fighters through training, through winning and loosing. It is an investment in the fighter’s future and your brands future. If you are just paying when he or she has a televised fight then are you not just stealing exposure from the promoter? The fighter does not own that television time paying them for it and not the sacrifices made by him, his trainers and training partners is a disservice to the sport.

If you’re a sponsor rep and your trading televised spots for money, are you really doing your client any favors? What happens when all organizations charge a sponsor tax? What about when the sponsors refuse to pay because the promotion decided to bump the fight from televised to dark?

Many fighters show up to fight for the money, the show money and the sponsor money. Then they have to collect AFTER they perform. No credit for the training, no credit for the training injuries and the sacrifices in the gym that helped the fighter reach this spot.

Sponsors are not the problem they are operating in a world created by others. Brand X wants to be affiliated with this fighter because this fighter will be on TV. As Managers, Agents, fighters etc we need to look for ways to give the sponsor more then a patch next to their competitor. We need to develop marketing solutions that include activating the brand into the sport and marketing platforms that allow the sponsor to have exposure points when the fighter is not on SOMEONE’s TV show. The fights and ambush branding should be secondary to the overall campaign.

Developing marketing platforms that involve the fighters and brands. Help the brands reach the fans of the sport and stop relying on the UFC or some other organization to build your fighters name and thus allow you to do more sponsoring dollars.

We have been bringing in over $250,000 a year in sponsorship money as a result we have increased sales for companies and opportunities for fighters. We don’t treat the fighter like a commodity that creates opportunity for us. We work for the fighter and the brand. We help them determine goals and build a program that helps them reach those goals. Marketing in this new economy is about delivering results. If you get a brand on the UFC other agents will call that brand, but have you reached or touched the consumer? Converting sales and reaching a measurable return on investment is what brands want. If sponsor reps really believed that merely putting your logo on the ass of a fighter will spur sales wouldn’t they be putting their companies logo and not Tapouts.

As a fighter invest in yourself and your coaches. Build a brand for you. Only fighters and trainers know how hard they work to get to the fight, I think MMA fighters train harder then any other athlete in the world. The Ultimate Fighter tells you that lots of people are interested in seeing no name fighters train and live the fighter lifestyle on that road to greatness. Don’t wait until some promoter or MMA news site say’s you are great, make yourself great and brand yourself like you are the next Fedror. Act as if.

As a sponsor, get involved with your fighters. Make them a part of your brand. Look at Moto for a great example of how to harness the athletes and fans into a billion dollar industry. You wont see riders wearing Yamaha Jerseys riding a Suzuki. You see brands trying to connect with the consumer they want by supporting and developing the future leaders of the sport. Fighters have no control as to when they will be on TV but if you help build the best fighter in the World you will be on every media outlet you could ever had dreamed for,

Support the Sport and those that make it great. The only guaranteed TV time is to buy a commercial or sponsor the event itself.

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Jason Genet

Jason Genet is the CEO of Ingrained Media. He and his team help build brands, manage athletes and sell sponsorships.
Jason is a former member of the US Army and is a disabled veteran. Jason Genet is married and has two daughters.